facebook newsfeed tips, feeding the beast by justin kistner, social fresh charlotte 2011
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© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.by @justinkistner
FEEDING THE BEASTMaximizing your Facebook newsfeed value
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.by @justinkistner
Social Networks 52%
Facebook 51%
8%
Location
4%
THE USADOPTIONOF SOCIAL
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.by @justinkistner
The truth about wall posts
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.by @justinkistner
Posts are filtered by EdgeRank
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.by @justinkistner
Engagement = Reach
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.by @justinkistner
DON’T THINK OF YOUR WALL AS TWITTER OR A BLOG
Casual, conversational content works better in Facebook
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.by @justinkistner
339K fans
High
Low
Engagement examples
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.by @justinkistner
768K fans
Engagement examples
High
Low
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.by @justinkistner
1.4M fans
Engagement examples
High
Low
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.by @justinkistner
815K fans
Engagement examples
Low
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.by @justinkistner
• Touching, emotional stories
• Provocative, passionate debates2-3X• Important sports wins
• Simple, easy questions.5-2X
Most clicked on wall posts
1
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.by @justinkistner
• Improves EdgeRank
• Earns more repliesRespond• More active
• Schedule postsWeekends
Bonus pro tips
• Don’t over post
• Promos less than 1 in 10 postsBalance
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.by @justinkistner
Posts from apps are less engaging
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.by @justinkistner
Recap on what content works
• Fun content works• Simple questions work• Great pictures work• Using photo albums for promos work• Status updates with promotions don’t work• Complicated engagement doesn’t work• Top 10 tips don’t work• Reposting your blog to the wall doesn’t work
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.by @justinkistner
Offers go in ads, not in posts
Avg. CTR of ads to non-fans.05%Avg. CTR of ads to fans.35%
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.by @justinkistner
Sometimes offers work
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.by @justinkistner
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.by @justinkistner
Then what value do posts have?• Reach and Engagement• Community and Fan Growth
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.by @justinkistner
Engagement brings fans
Engagement
Total Fans
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.by @justinkistner
75%
59%
49%
Friend
Search
Brand Invite/Ad
Friends are #2 reason to fan
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.by @justinkistner
CHANGES TO THE FEEDHow do upcoming newsfeed changes impact tactics?
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.by @justinkistner
The ticker
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Top News & Most Recent together
Hat Tip: @ChadWittman
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.by @justinkistner
Clustered stories
Hat Tip: @BrianCarter
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.by @justinkistner
QUESTIONS?Thank you!